I sometimes buy stuff from Moosejaw. I like their funky style and service - they call it "Moosejaw madness."
I received a sales e-mail from them this morning, which made me call and congratulate them. I know they're out to make a profit, as every well-run business should be, but they've also seen that there are people in need in this world, no matter what the politics of their leading government may be.
So, if you buy a tent from Moosejaw, you get 20% off if you send in your old tent to them, and then they'll ship all those old tents off overseas to help earthquake survivors in China.
Good marketing, good money-making scheme, good social conscience.